ABSTRACT
Except for the area of persuasion, only little media-effects research has employed a cross-cultural framework. This chapter overviews central theoretical foundations that have guided cross-cultural research and prior empirical media-effects research that explores cultural differences in various domains. Although inherent conceptual and methodological challenges exist, exciting potentials that overcome these challenges may facilitate new lines of cultural inquiry, particularly with the help of methodological development and emerging media technology environments. The authors hope that the dynamic nature of cultures can be implemented in future media-effects research to expand existing Western-thought-based studies.
